Emerging dessert parlour, Dyce approached FormRoom to develop a dynamic and fantastical interior brand identity. A key challenge in the design was creating a brand that was both unique, instantly recognisable, and clearly differentiated in the highly competitive landscape.
The space illustrates a conceptual take on the desert ingredients, including melting ice cream and bubble tea. Dessert visual cues continue throughout the space with curved floor artwork mimicking the ripples of ice cream; an unexpected wayfinding and subtle nod to the surrealist aesthetic.
The memorable aesthetic, a fusion of youthfulness and surrealism, finds moments of childlike escapism, balanced with a contemporary edge. Dyce is a modern playground that brings the joy of sweet treats into a physical space. You may not want to share your ice cream but you’ll certainly want to share the experience of Dyce.
Made For Sharing
Whilst the brief called for an ‘Instagramable’ interior, FormRoom pushed to develop the concept even further, incorporating elements that invite playful interaction in movement, appealing to video sharing platforms like Tik Tok or Snapchat.
It was important to consider how the store could feel approachable to all ages while catering to the different needs of social-sharing demographics. While the bubble feature chairs appeal to the Instagram driven millennials, Gen Z look for complete store experiences where they can capture and share the whole journey through video content.
Surfaces Are Not Edible
The curvaceous two-tiered seating is inspired by the smooth dripping nature of soft serve ice cream. Bespoke upholstered cocoon seating sits parallel, nestled within a field of soft pastel bubbles and surrounded in a warm neon glow. Above, the brand signage is accented by LED trimming and set against a pastel pink backdrop.
The imagined design for Dyce was complimented with the addition of materiality. The use of corrugated metal panels treated with an iridescence vinyl continue the juxtaposition of playful and rustic edge to the counter.
I Must Be Dreaming
The striking ceiling installation combines suspended concave and convex iridescent mirrors, representing bubbles from Dyce’s core product offering. Subtle accents of black trimming give the soft colour palette a defined finish. Finding the perfect balance of reflectiveness and distortion was imperative in delivering the immersive cubism-inspired installation.
The mirror wall acts as an extension to the ceiling installation, bordering a large convex mirror encircled with the brand phrase ‘Don’t Burst My Bubble.’ A unique ‘fish-eye’ effect and light-enhancing feature. The distorted visuals reflect the interior space and cater to the young demographic drawn to spaces with shareable moments.
Melting Hearts Since 2019
Dyce has received an unprecedented response online from customers who have shared their experience on social media platforms. This engagement has helped elevate the brands presence online while creating a community of ice-cream lovers and raving fans. A platform for customers to share a positive reflection of their lives, capturing a moment, sparking interest, and bringing people together, despite being in the midst of a global pandemic.